The email sender reputation is basically an ISP score
(internet service provider). This is assigned to an email sending corporation
or organization – to domains and IP addresses. Various elements affect the
scores (more on the following) and the scores decide whether or not emails reach
to the inbox. A bad reputation leads to spam or automated flagging or removal
of e-mails.
The reputation of email sending is an important factor in what email is going
to the inbox, what email is going to the spam folder, what is deleted, and what
is refused. It has a different reputation among ISPs. In the viewpoint of the
ISP, there are several elements that decide what constitutes spam. If the ISPs
discover that something is improper in their advertising, your reputation might
alter quickly.
Delivery vs
Deliverability:
The process of sending
an email to the receiver from the sender can be split into two parts:
- The first part is termed “Email Delivery” and relates to the
acceptance of or refusal of the message. The sender is authenticated by the
recipient. The delivery message is accepted if the sender is authenticated and
the mailbox is present.
- “Email Deliverability” is the next section. It is the position of the message when it is
accepted. Received emails will be sorted and either land in the inbox or junk
bin, based on several parameters.
The server of the recipient examines the IP address, the domain "Mail
FROM" and the email domain and decides the e-mail address. There are some
following things considered by the server of the receiver.
1-
Reputation:
The server accepts a
message to be delivered if the IP reputation is good. The message will be
Greylisted if the IP reputation looks suspicious. For bad IP reputation, the
server can block the message.
2-
Authentication:
The receiving server
examines whether or not the message is SPF and DKIM authenticated and DMARC
passed. If the message fails to verify SPF or DKIM, the message is mostly
placed in the spam folder. And in this case more filters apply to verify email.
If SPF and DKIM pass
the message but DMARC fails, what happens to the message depends on the DMARC
policy. If the DMARC check passes the message, it is based on additional rules
or filters that the e-mail receiver determines its placement. A nice
opportunity for such a message is in the Inbox.
The server filters millions of emails at the same time. Because it wants to
receive only excellent and secure emails. It looks at the emails from the
sender with hundreds of distinct criteria such as unique identifiers.
The unique identifiers which form the reputation of the sender are:
- IP
reputation:
The IP reputation
tells how much user wishes to receive emails by measuring bounces, spam, or
undesirable bulk mails from a certain IP address.
- Domain
reputation:
Domain reputation that
measures verified domain email quality. You get real-time SPF, DKIM, and DMARC
validity checks for your domains via the Uptime Monitor. IP
reputation monitors that are included in the Uptime Monitor utility check
against the most prominent public blacklists for the IP address(s) of your SMTP
server.
